Myla, the new fashion sex brand positioning itself as a more
sophisticated alternative to Ann Summers, has appointed Do Something to
handle its launch advertising. Media will be by Carat.
Myla refused to disclose its launch budget, but revealed that ads will
be placed in glossy magazines to appeal to women who buy luxury goods
and designer clothes.
Its advertising will not feature any products, preferring to focus on
the sensual values of the brand, rather than being overtly sexual.
The company, founded by two former financial analysts, Charlotte Semler
and Nina Hampson, will launch a flagship store in London in September.
Its range will also be sold via catalogue, telephone and the
internet.
Following the UK launch, Myla plans to roll out internationally, opening
another flagship store within six months in a major fashion centre such
as Paris or New York.
"Myla is the designer version of Ann Summers, but we're not going to go
to the high street," said Hampson.
Semler and Hampson carried out substantial research before embarking on
the project and claim this is a rapidly growing market.
Do Something, a London agency, also counts auctioneer Christie's among
its clients.
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